Weeks ahead of the start of the 2019/20 NFL season, Head & Shoulders has launched a new campaign to debate whether it is offense or defense that wins games.
The campaign is fronted by a pair of P&G brand endorsers in the form of former defensive back Troy Polamalu and current quarterback Patrick Mahomes who debate, from a hair perspective, whether Head & Shoulders is offensive or defensive.
The campaign sees Head & Shoulders leverage its rights as the official shampoo – a status it has for a decade.
Set in a locker room, the hero commercial sees the two football stars engage in the age old NFL argument as to whether ‘offense wins games, but defense wins championships’, but from the unlikely perspective of hair (looking good or fighting flakes).
As they debate evolves, they present other opposites such as yin or yang, boxers or briefs and shaken or stirred.
The commercial, which launched on 20 August, comes in 30-second
and a 15-second cut down version.
It was also amplified across the players own social channels and it was backed by additional with supporting content.
Season kick-off FOMO? #OffenseDefense #headshoulderspartner pic.twitter.com/ebIJc7L8zx
— Patrick Mahomes II (@PatrickMahomes) August 20, 2019
We can dance if you want to! #OffenseDefense #headshoulderspartner pic.twitter.com/SYUB05mVZM
— Troy Polamalu (@tpolamalu) August 20, 2019
The lead spot closes with the two athletes still disagreeing, but over the course of the season the campaign will continue as the two continue to battle it out on social media, sharing their perspectives on what’s more critical for hair and football success.
Comment:
The “Offense wins games, but defense wins championships” debate is one of the oldest clichés in football and Head & Shoulders believes that in honour of the league’s 100th anniversary it is time to settle this once and for all.
This campaign follows in the footsteps of previous work leveraging the P&G brand’s NFL sponsorship such as the #Headstrong initiative starring Jake Olson leveraging the 2019 NFL Draft.
Head & Shoulders has increased its investment in sport within its marketing mix in several key markets and as well as the NFL pre-season work other notable sports campaigns range from its MLB activity to its UK sponsorship of the England national football team brought to life in 2019 during the FIFA Women’s World Cup through the ‘Join The Pride’ (see case study).
Links:
Head & Shoulders
https://www.headandshoulders.com
https://www.youtube.com/user/headandshoulders
https://twitter.com/headshoulders
https://www.instagram.com/headshoulders/
https://www.facebook.com/HeadandShoulders
NFL
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